Recently, I was in Washington shooting videos with Kent and Lynn Raible from Golden Sphere Studios, to create content for their upcoming online course and launch.
Kent is a well-established and sought-after goldsmith and jewelry maker, so ee didn’t want to use the conventional methods of launching such as live challenges or a 3-part video series for their upcoming program, Going Tubular.
And well, we just like to do things a little differently 😉
Aside from most launch methods being terribly over-used online, I knew that one of Kent’s strengths is his personable camera presence (I mean really, look at this sales page video I made for them last year!).
Instead of leading with strategy, we could lead with Kent’s greatest assets: his skills and personality.
I thought a wonderful way to warm up their audience would be through an interview series where I asked Kent about his own career path, which would give insight and guidance to aspiring jewelry-makers as well.
As a business owner, it’s important that you’re intentional about WHO your video is speaking to.
Your videos should speak specifically with DIFFERENT messaging to different types of people in your audience:
- Cold leads (these people have no idea who you are),
- Warm leads (these people may have been to your website or watched your videos, but haven’t bought from you),
- And hot leads (past customers or clients, or those VERY engaged and ready to buy!)
With cold leads, you’re simply building brand awareness, and letting them know who you are by building goodwill. Sharing helpful tips and content is a great way to do this.
With warm leads, you want to continue building the relationship, with specific content that answers their questions and objectives and opening them up to the idea of working with you.
Only your hot leads should be invited directly to a sales page and other opportunities to working with you because you’ve done the brand and relationship building already.
Depending on your goals, there are ways to leverage your video content so it hits on multiple goals too 😉
Interested in collaborating together on your videos? You can learn more about my custom videography process here. Feel free to book a complimentary 50-minute call where we could brainstorm unique launch campaigns for you.